Cannes Lions 2026: What it takes to move patients from awareness to care

by Experian Marketing Services 3 min read July 22, 2026

Picture a patient across from their doctor, list of questions in hand. That conversation is where care actually begins, but most healthcare marketing stops well before the exam room door. At Cannes Lions 2026, we asked leaders from DeepIntent, IQVIA Digital, Klick Health, PulsePoint: what does it take to move someone from awareness to care, not just to the next click, but to the doctor’s office? Their answers, in four minutes, below.

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How to close the gap between awareness and care in healthcare marketing

Connecting the healthcare journey

What it takes to move a patient from awareness to care, not just consideration.

Bridging the healthcare professional (HCP) and patient (DTC) divide

Why separate teams running separate strategies miss the moment that matters most.

Relevance at the point of care

How timing, channel, and endemic media affect whether outreach feels useful or generic.

Rethinking healthcare engagement

Why vanity metrics fall short, and how data bridging can help teams move faster.

Featured partners

DeepIntent – Ian Colley, Chief Marketing Officer
IQVIA Digital – Jerrad Rickard, Senior Director of Product and Strategy
Klick Health – Kristy Quagliariello, Vice President of Programmatic Media
PulsePoint – Jonathan Zile, Chief Data Officer

From onboarding to outcomes

Pharma marketing teams need identity workflows that can support accurate audience creation, governed activation, and partner-enabled measurement without combining DTC and HCP identity paths.

Download our pharma marketing playbook to help your team:

Plan DTC and HCP identity strategies with clearer separation
Prepare audiences for activation across approved channels and partners
Evaluate audience quality, usable reach, and governance

Download the playbook

Illustration of a female doctor looking at her clipboard with icons around her that represent privacy, analytics, measurement, and connection.

Want more conversations like this one?

This is one of several conversations from Cannes Lions 2026 on what it takes to reach patients and providers with information they can use. Subscribe to our newsletter to receive our next Cannes conversation straight to your inbox, access all of our marketing insights, and hear from more industry leaders on connecting healthcare data to real outcomes.

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